Luxury car maker Cadillac has decided to offer a subscription service which will be called ‘Book’. The service will allow its customers to choose between various Cadillac models for a drive whenever they want, at a flat monthly fee. At $1,500 monthly fee, one could avail any Cadillac car without any purchase or lease commitment.
Cadillac is one of the most loved luxury cars in the United States and sold 170,006 vehicles in U.S. alone. China and Canada are its other major markets, however, its vehicles are marketed in 34 other countries as well.
The company would charge nothing extra for the registration, maintenance and insurance as they are already included in the monthly fee. This service will grant users access to an app through which the customers could choose and switch among various Cadillac luxury models such as XT5, CT6, Escalade, and V Series.
Uwe Ellinghaus, Cadillac marketing chief, said;
Book by Cadillac is an innovative new option targeted at a growing class of luxury drivers searching for access to various cars over time, dependent on their individual needs, coupled with a hassle-free white-glove exchange.
As stated, the Cadillac would be provided at the customers desired location by white-glove concierge service, and one could switch the vehicle in the same week itself as per their needs and convenience. Luckily, no mileage restrictions have been imposed by the company. However, nothing has been said about the restriction of service for transportation service providers such as Uber and Lyft.
With $1,500, the program is certainly costlier that a typical purchase or lease. Any high end Cadillac is generally leased at $750, before its insurance, maintenance and vehicle detailing. However, this is a good option for Cadillac lovers and people who enjoy having options.